Scrivens Opticians.
Scrivens were looking for an agency to take their Digital Marketing to the next level Learn how we did it.
The Client.
Scrivens Opticians and Hearing Care is a family-run business based in Birmingham. Initially founded by Solomon Scriven in 1938, they now have over 170 stores nationwide, having acquired numerous practices.
The rapid growth of their hearing care service has seen them expand to over 400 ‘hearing only’ outlets in independent opticians and medical centres. Scrivens approached Digital Ethos to revamp their online presence and help them attract new audiences.
The Challenge.
Scrivens wanted to keep their core demographic of older customers while also reaching out to a slightly younger, tech-savvier market. This meant a strategy tailored to both markets, ensuring a website that offered an excellent user experience, that was easy to use and ultimately that led the user to book an appointment in-store. This also means that the campaign had to be localised, targeting only those geographical areas where physical stores were located.
Our Approach.
Digital Ethos developed an omnichannel strategy to uplift the business’s online presence. Adopting SEO and PPC strategies maximised the customer experience online, increasing booking numbers and improving overall ranking.
The SEO tasks began with a UX audit, looking at the website and highlighting potential pain points for the customers. Once this had happened, we focused on restructuring and rewriting the website content to improve the customer experience and site navigation, as the historical layout was not user-friendly and failed to maximise conversion potential.
The optimisation of website pages provided a clearer, easier user experience, and the implementation of an online booking feature for in-store appointments helped drive a higher rate of conversions. We completely refreshed the branch finder page, making it easier for keywords to rank in the 1-3 positions on the first page of Google.
The PPC strategy was defined by focusing campaigns on sight tests and hearing tests through paid display ads. This enabled us to retarget potential customers and increase conversions.